9 immutable laws presentation Direct Marketing Association #dma13 in Chicago.

1. 9 Immutable Laws of Social Media Marke7 ng for 2013 (the more things cha nge, the more they sta y the same) Presented by James Gilbert, CEO October 13th, 2013

2. Just who do you think I am? •  •  •  •  •  30 + year history in DM (old school > new school) CEO, Gilbert Direct Marke7ng, Inc. President, Florida DMA Professor Direct Marke7ng Author Target Marke7ng Group •  Return on Intelligence column •  Guide to Social Media -‐ Content @gilbertdirect

3. “What can I e xpect from Social “What kind ROI will I get?” “I tried social m Media?” edia and gaine No Customers d" !”

4. Orienta7on (What these laws are rea lly about!) "There is only one valid definition of business purpose – to create a customer. Companies are not in business to make things… but to make customers.” -‐-‐ Peter F. Drucker

5. Transla7on ? One Word.. .

6. ent! gagem En romise the DM P Fulﬁll 2 way of true ica8ons commun

7. Social Media Law # 1 level of •  The deeper the engagement, the deeper the trust/bond with your company! •  Nothing happens without engagement! •  How engaged are your social media fans?

8. The Law of Engagement! social media •  The goals of every marketer... –  Engage! –  Draw them out! –  Get them involved! –  Tug at their heartstrings –  Tell a story!!!! –  Create drama!!!!

9. The Law of Engagement! ngagement The 8 stages of e •  •  •  •  •  •  •  •  Brand impression Like – casual listener Like -‐ engages Super like – engages oKen Minor brand advocate – recommends brand Super brand advocate – recommends brand and sells product! Dislike – disgruntled like of advocate – goes away Super dislike (engaged dislike) – goes away and talks about brand in a nega8ve way •  Goal move from 1 – 6 •  Goal move back from 7 and 8 to 6

10. Case Study – The Fresh D •  About The Fresh Diet •  Focus on Facebook iet

11. Good news! •  Facebook now allows contest to be done right on the 7meline! –  3rd party apps no longer needed –  Engaging fans easier without “middle-‐man” –  S8ll some confusing rules so review before implemen8ng!

12. Not So Good New s! • FB, social glut • Engagement more diﬃcult in 2013! • But mom all the cool kids… • Ok back to the case study

13. Level of eﬀec8veness = 0 2009: • November 94 fans

14. Level of eﬀec8veness = 100 • December 2010: 24,195 likes That’s a lot more than nutrisysem!

15. Level of eﬀec8veness = ? • Present: 66,000 likes Stagnant!

16. Building our brand via Facebook •  Our Facebook page is our calling card. •  Many 8mes we prefer to send to FB over web •  More powerful than our website –  People see engagement and want to join in –  People see happy customers and order! •  Beyond our “likes” thousands of people check us out on FB daily.

17. Don’t be an info pusher!

18. How we got there – Goals! •  Main goal! •  Put a human face on the nameless faceless corporate en8ty •  Dis8nguish ourselves from big corps •  We are real people, promo8ng a healthy lifestyle •  People respond to real

19. How we got there – Goals! •  •  •  •  •  •  •  •  Build rela8onships -‐ Build engagement Speak in a real voice Develop trust Give to get world Time spent on site = engagement Engagement = Sales Sales + Engagement = Advocacy I tease people, draw them out, call them out, etc

20. How we got to 66K – the basics •  •  •  •  •  •  Call center Collateral Material Mailers Email signatures Email newslegers Any place we can think of

21. How did we get there? Facebook ads •  •  •  •  •  •  Can be hit or miss, but test! Eﬀec8ve in driving targeted traﬃc Targe8ng beger but s8ll needs work FB rolling out beger targe8ng Boost Posts Retarge8ng! Remarke8ng!

22. Step 2 building engagement •  Back in the day… •  It started with a single contest. –  Carbometer •  Ran contests every day of the week

23. Contests mean to us… •  A way to seed the market with food •  A way to have people come back and give posi8ve feedback •  The Give to get! •  An engagement tool •  Fun – draws people out

24. Contest examples •  Plate your favorite meals

25. Contest examples •  Halloween costume contest

26. Contest examples •  Mo8va8on poster contests

27. Contest examples •  Fresh Diet-‐ize a Beatles Lyric (in honor of John Lennon) •  Fresh Diet-‐ized Haiku

28. Contest examples •  Video contests •  This contest coined the phrase, “the fresh diet delivery fairies?

29. Contest examples •  Ultra secret contests –  My excuse to give away food •  Any old contests –  Banner ad

30. Contests Recipe winner

31. Any Excuse for a contest

32. Social Media Law # 2 = Revenue. •  Brand + Channels –  The more channels a consumer interacts with your brand in, the more likely they are to buy. –  Oﬀering mul8ple engagement channels allows for consumer self selec8on of preferred channels. –  Being in the right social media channels based on your market increases channel interac8on.

33. We do a lot of video

34. YouTube fun and rela8onship building

35. Building Traﬃc – Fans and Likes Ad.ly network allows you to buy paid tweets from celebri8es Gained 400 fans in one day

36. Building Traﬃc – Fans and Likes Tie ins with other sites drove major traﬃc and likes We did this one in conjunc8on with a freebie every day.

37. Building Traﬃc – Fans and Likes Tie ins with other sites drove major traﬃc and likes We did this one in conjunc8on with a freebie every day.

38. Building Traﬃc – Fans and Likes Paid tweets from Heidi Montag promo8ng a contest drove fans and contest entries

39. Building Traﬃc – Fans and Likes Using the @ sign drives traﬃc This post ran on TFD and Holly Madison’s FB page at the same 8me

40. Social Media Law # 3 •  Brand + 7me + channels = advocates. –  Consumers spending 8me in mul8 channels breeds customers more likely to become brand advocates and inﬂuencers. –  This is the new mul8channel marke8ng model for the 21st century. –  Social media creates brand advocates and turns peers into your best salespeople.

41. Engagement, our customer take over In a social media driven world – people buy from their peers!

42. Engagement our customers take over •  In Orlando •  Customers ran contests, promoted specials answered CS Q’s •  Our customers would walk through ﬁre due to the trust we have built. •  We ask people from FB to do interviews, show up at events, etc… even be on TV.

43. Customers take over Fresh never frozen

44. Social Media Law # 4 earch factor. •  The exponen7al s –  Social media increases your search engine rankings, and when combined with your website drives addi8onal traﬃc via organic search.

45. Social Media Law # 5 ustomer service •  The new-‐fangled c factor. –  Consumers choose their contact preferences. –  Brands not having mul8ple channels for customer service risk losing customers. –  Consumers expect instant gra8ﬁca8on and social media delivers.

46. Facebook as a customer service tool •  Our Sales and CS people inhabit our page •  Customer service is no longer limited to the call center!!! •  When ques8ons get asked, we answer ASAP –  Speed and agility in a social media world –  If we don’t answer fast enough, we get grief

47. Facebook as a Customer Service tool When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered

48. Facebook as a Customer Service tool When issues come up we must address them with speed, agility and accuracy, otherwise we will get skewered We took a bea8ng due to the snow in the NE

49. Social Media Law # 6 factor. •  The behind the scenes –  People don’t buy from brands -‐ they buy from people. –  Social media puts a human face on the faceless corporate en8ty. –  The biggest opportunity around social media is to allow people to connect with your employees as peers.

50. ys of “big The da e over! s corp.” ar anonymou

51. Bio’s of our employees bring customers closer to the company

52. Build involvement and trust Be Transparent Go behind the scenes

53. Bringing our customers closer Image done by one of our customers of our CEO Zalmi Duchman. He is oﬃcially Zman or Zuperman to our fans

54. Again, we do a lot of video

55. Social Media Law # 7 lack. •  Trust is the new b –  The aforemen8oned laws allow consumers to build or rebuild trust if done correctly. –  Social media harkens back to the days of the corner store where consumers and brands had a cordial rela8onship. –  Social media builds rela8onships over 8me.

56. Trust? Our involvement devices •  •  •  •  •  •  •  •  Delivery fairies Fearless FB leader Overgiving We let our customers run and judge contests Brand everybody Make fun of ourselves Have all get involved in company Ask ques8ons, involve customers (bag, slogans)

57. Building Trust – Random Freebies •  Every day we give food away randomly on FB. •  Other 8mes we just give it away for no reason •  Is it expensive? Sure, but the rewards are enormous –  People are always promo8ng us to our friends –  Another way we seed the market and drive posi8ve reviews

58. Build involvement and trust

59. Give to get – Random Freebies

60. Social Media Law # 8 factor. •  The online reputa7on –  Whether you like it or not consumers are talking about your brand. –  Social media is the great neutralizer. –  It allows your company to seek out nega8ves and turn them into posi8ves via reputa8on management and communica8ons.

61. Rep is everything

62. Rep is everything

63. Social Media Law # 9 •  The 7me spent factor. –  Customers are not always ready to buy. –  Social media’s eight other immutable laws prepares customers over 8me.

64. Social Media Law # 9 me + trust = •  Engagement + 7 revenue. –  When we run sales on FB sales come! –  Use promo codes to track –  Customers do the selling for us. •  Must try this!

65. Get a copy… •  Drop me a business card and I will send you a copy of this preso! –  Feel free to pass it along too!

66. Thank You! How to reach me… jimdirect@aol.com @gilbertdirect 561-‐302-‐1719 www.linkedin.com/in/jimwgilbert